As some of you may know, I am a huge UNC Basketball fan. To some we’re “North Carolina,” to others we’re “the tarheels” and to me, we’re “#1.” Okay, I had to throw in that last one.
You can’t be a great NCAA basketball fan without a few key characteristics – including being crazy. And the same is true for being a great social media strategist, or marketing professional in general. So, I thought I’d sum up some of the most essential aspects to being great at one, or the other, or, for me, both.
- Understanding the strategy: If you want to be a really great fan, you have to understand your team’s underlying structure. Does Roy usually bulk up on great defensive players, power forwards, or 3 point shooters? When we look at great SMM campaigns, the best ones have strict objectives and creative strategies to accomplish them. This way, not only does everyone know what the plan is, but everyone also knows what the measurement for success is and how often to evaluate it. To be a great college basketball fan, you have to know what the coach is up to when he puts certain players in, otherwise you wont know if the team is actually doing what they set out to do (or win to cheer)!
- Knowing the rules: There are rules to every sport and while I haven’t mastered the differences between college football and the NFL, but I am well-versed on NCAA bball rules. Why? Because of the high level of competition, oftentimes the games come down to free throws or which star player is benched due to foul trouble, if you don’t know the rules, then you can’t understand what’s going on. To be a great fan, you have to know why these things are happening and what ways your team might be able to use these rules to their advantage. Each social platform has its own rules – some of the most namely are Facebook’s contest rules. To be a great social strategist you need to know how to embrace these rules and creatively use them to your advantage, otherwise your great idea might get shut down! If you know the rules, you can play on the line in just the right way. Remember Burger King’s “Whopper Sacrifice? ” Though it was eventually shut down by Facebook, its creators knew the risks associated with it and were able to promptly put up new images when it was dismantled.
- Keeping track of your competitors: This is one to remember. Because the social world is always discovering new technologies, it’s always changing. That means your brand’s competitors probably know something you don’t. It’s inevitable. So, it’s to your advantage to keep abreast of the new happenings in your category. Constantly evaluating your competitors efforts will help you to stay in front of their efforts and to use their failures as advice for your brand’s future campaigns. You better believe that I know which teams are the teams to beat. Everyone knows that UNC’s #1 rival is Duke, and I know every year they’ll have great 3-point shooters. Because I know about their competition, I also know that the Tarheels have to be tight on perimeter defense when they’re playing the Blue Devils.
- Having a schedule: Always, always, always have a schedule. Be flexible, but have a schedule. Creating a calendar helps you to remember your goals for a particular month (or week even) and what your ideas are for achieving these goals. That way you’ll always stay on track for a campaign. Without a schedule, your strategy can become muddled and unclear – and then you can’t track its success! Obviously, to be a good fan you have to watch every game. To do that, you need a schedule with which channel the game will be on, what time the game is, and who they’re playing.
- Being a little crazy (super passionate): The best social strategies are the ones no one else could have thought up. They use a platform in a different way or have an underlying idea that’s kind of, well kukoo. Think about the Old Spice campaign. Mustafa? Really? It’s brilliant. When you’re starting to create your strategies, give yourself 10 minutes to come up with as many ideas as possible. Don’t rule any out. Then spend the next hour scheming what would need to happen for each idea to come to life. Then you can evaluate the elements it takes to make the idea work to find out if it will work for you and your brand (considering time constraints, available resources, & metrics for success).
What makes you a great fan & strategist?